Keyword Targeting

Keyword targeting shows your ad when a shopper's search term matches a keyword you have bid on.

You add keywords to a Sponsored Products or Sponsored Brands campaign, set a click bid on each, and Amazon enters you into the auction whenever a search matches. You pick the words, and you pick the price you will pay per click on each one.

You sell a stainless steel water bottle. You add "insulated water bottle" as a keyword at a set click bid. A shopper types "insulated water bottle," your ad qualifies for the slot, and you pay only if they click.

Keywords are not search terms. The keyword is what you bid on; the search term is what the shopper actually typed. One broad keyword can trigger hundreds of different search terms, so you read the search term report to see what really matched, not the keyword list.

Bid on words. Judge on terms.